Skip to main content
Log in

Kundenintegration 2.0 – Welche Faktoren beeinflussen die Kundenintegration in transaktionsbasierten Online Communities?

Customer Participation 2.0 – Which Factors Determine the Customer Participation in Transaction-Based Online Communities?

  • ZfB-SPECIAL ISSUE 5/2011
  • Published:
Zeitschrift für Betriebswirtschaft Aims and scope Submit manuscript

Zusammenfassung

Transaktionsbasierte Online Communities wie z. B. Auktionsplattformen oder Tauschbörsen verzeichnen ein signifikantes Wachstum. Ihr Fortbestand hängt jedoch im hohen Maße von der aktiven Beteiligung ihrer Mitglieder ab. Dieser Beitrag untersucht mitgliederspezifische, soziale und anbieterspezifische Determinanten der Kundenbeteiligung in transaktionsbasierten Online Communities. Dabei werden Erkenntnisse aus der Community-Forschung und der Kundenintegrationsforschung in ein Untersuchungsmodell integriert. Die empirische Überprüfung der Determinanten durch die Befragung von Mitgliedern einer transaktionsbasierten Online Community zeigt, dass Anbieter verstärkt mitgliederspezifische Determinanten (dies sind: Freude und Integrationsfähigkeit) adressieren sollten, um die Aktivität der Mitglieder zu erhöhen. Die interaktionale Gerechtigkeit anderer Mitglieder und des Anbieters sowie die antizipierte Preisreduktion sind weitere Faktoren, die einen positiven Einfluss auf die Kundenintegration in transaktionsbasierten Online Communities haben. Auf der Grundlage der hier ermittelten Ergebnisse liefert der Beitrag Anhaltspunkte für ein effektives Management der Kundenintegration in transaktionsbasierten Online Communities.

Abstract

The long-term existence of online communities of transaction mainly depends on the participation of their members. Despite this importance, up to now no studies have empirically investigated the drivers of customer participation in those online communities which are growing in number. The present paper contributes to this research gap by developing a comprehensive model analyzing member-specific, social and provider-specific determinants of customer participation in online communities of transaction. This model is based on two so far rather isolated research streams: traditional customer participation research and online community research. By testing our theoretical model using data generated in an online community of transaction, we identify member-specific drivers to be most important. Thus, providers of these online communities should put an emphasis on marketing activities that have an impact on the community members’ enjoyment and expertise. Moreover, the perceived interactional justice of the interaction within the community and the anticipated saving of money stimulate customer participation as well. Quite unexpectedly, we find social identification and positive network effects to have a negative influence on customer participation.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Abb. 1

Notes

  1. Da sich der folgende Beitrag in erster Linie auf die Kundenintegration 2.0 bezieht, entfällt zu Gunsten der Lesbarkeit des Beitrages der Zusatz 2.0.

Literatur

  • Algesheimer R, Dholakia UM, Herrmann A (2005) The social influence of brand community: evidence from European Car Clubs. J Mark 69(2):19–34

    Article  Google Scholar 

  • Algesheimer R, Herrmann A, Dimpfel M (2006) Die Wirkung von Brand Communities auf die Markenloyalität -- Eine dynamische Analyse im Automobilmarkt. Z Betriebswirtsch 76(9):933–958

    Article  Google Scholar 

  • Antoniadis P, Le Grand B (2007) Incentives for resource sharing in self-organized communities: from economics to social psychology. 2007 2nd International Conference on Digital Information Management, ICDIM, Bd. 2

  • Ardichvili A, Page V, Wentling T (2003) Motivation and barriers to participation in virtual knowledge-sharing communities of practice. J Knowledge Manage 7(1):64–77

    Article  Google Scholar 

  • Arena R, Conein B (2008) On virtual communities: individual motivations, reciprocity and we-rationality. Int Rev Econ 55(1–2):185–208

    Article  Google Scholar 

  • Armstrong A, Hagel J (1996) The real value of online communities. Harv Bus Rev 7(3):134–141

    Google Scholar 

  • Armstrong JS, Overton TS (1977) Estimating nonresponse bias in mail surveys. J Mark Res 14(3):396–402

    Article  Google Scholar 

  • Auh S, Bell SJ, McLeod CS, Shih E (2007) Co-production and customer loyalty in financial services. J Retailing 83(3):359–370

    Article  Google Scholar 

  • Bagozzi RP (1975) Marketing as exchange. J Mark 39(3):32–39

    Article  Google Scholar 

  • Bagozzi RP, Dholakia UM (2002) Intentional social action in virtual communities. J Interactive Mark 16(2):2–21

    Article  Google Scholar 

  • Bagozzi RP, Dholakia UM (2006) Open source software user communities: a study of participation in linux user groups. Manage Sci 52(7):1099–1115

    Article  Google Scholar 

  • Bagozzi RP, Gürhan-Canli Z, Priester J (2002) The social psychology of consumer behaviour. Open University Press, Buckingham

    Google Scholar 

  • Bauer HH, Hammerschmidt M, Donnevert T (2007) Effektivität und Effizienz im interaktiven Marketing -- Die Integration von Kundennutzen und Kundenwertsegmentierung im Internet. Z Betriebswirtsch 77(Special Issue „Direct Marketing“):55–81

    Google Scholar 

  • Ben Yahia I (2007) Non commercial B2C virtual communities: definition and classification an exploratory qualitative study. IADIS Int J WWW/Internet 5(1):129–144

    Google Scholar 

  • Bitner MJ, Faranda WT, Hubbert AR, Zeithaml VA (1997) Customer contributions and roles in service delivery. Int J Serv Industry Manage 8(3):193–205

    Article  Google Scholar 

  • Blau PM (1964) Exchange and power in social life. Wiley, New York u. a.

    Google Scholar 

  • Boselli R, Cesarini M, Mezzanzanic M (2008) Customer knowledge and service development, the Web 2.0 role in co-production. Proceedings of World Academy of Science, Engineering and Technology, Vol. 30, Juli, S 600–606

  • Butler BS (2001) Membership size, communication activity, and sustainability: a resourced-based model of online social structure. Inform Syst Res 12(4):346–362

    Article  Google Scholar 

  • Canziani BF (1997) Leveraging customer competency in service firms. Int J Serv Industry Manage 8(1):5–25

    Article  Google Scholar 

  • Casaló LV, Flavián C, Guinalíu M (2008) Promoting consumer’s participation in virtual brand communities: a new paradigm in branding strategy. J Mark Commun 14(1):19–36

    Article  Google Scholar 

  • Cheng R, Vassileva J (2006) Design and evaluation of an adaptive incentive mechanism for sustained educational online communities. User Model User-Adapted Interaction 16(3):321–348

    Article  Google Scholar 

  • Cheung CMK, Lee MKO (2009) Understanding the sustainability of a virtual community: model developement and empirical test. J Inform Sci 35(3):279–298

    Article  Google Scholar 

  • Chiang I-P, Huang C-Y, Huang C-W (2009) Characterizing web users’ degree of Web 2.0-ness. J Am Soc Inform Sci Technol 60(7):1349–1357

    Article  Google Scholar 

  • Childers TL, Carr CL, Peck J, Carson S (2001) Hedonic and utilitarian motivations for online retail shopping behaviour. J Retailing 77(4):511–535

    Article  Google Scholar 

  • Chin WW (1998) The partial least squares approach to structural equations modelling. In: Marcoulides GA (Hrsg) Modern methods for business research. Lawrence Erlbaum Associates, Mahwah, S 295–358

  • Cho YK, Menor LJ (2010) Toward a provider-based view on the design and delivery of quality E-Service encounters. J Serv Res 13(1):83–95

    Article  Google Scholar 

  • Churchill, Gilbert A Jr (1979) A paradigm for developing better measures of marketing constructs. J Mark Res 16(1):64–73

    Google Scholar 

  • Corsten H (1985) Die Produktion von Dienstleistungen. Grundzüge einer Produktionswirtschaftslehre des tertiären Sektors. Erich Schmidt, Berlin

    Google Scholar 

  • Decker R, Gnibba-Yukawa K (2009) Konsumentenforschung im Web 2.0. Analyse von Online-Rezensionen zur kundenorientierten Produktgestaltung. Marketing – ZFP 31(2):117–136

    Google Scholar 

  • Dellande S, Gilly MC, Graham JL (2004) Gaining compliance and losing weight: the role of the service provider in health care services. J Mark 68(3):78–91

    Article  Google Scholar 

  • Denning P, Horning J, Parnas D, Weinstein L (2005) Wikipedia risks. Commun ACM 48(12):152

    Article  Google Scholar 

  • DeVellis RF (2003) Scale development – theories and applications, 2. Aufl. Sage, Newbury Park

    Google Scholar 

  • Dholakia UM, Bagozzi RP, Pearo LK (2004) A social influence model of consumer participation in network- and small-group-based virtual communities. Int J Res Mark 21(3):241–263

    Article  Google Scholar 

  • Dholakia UM, Blazevic V, Wiertz C, Algesheimer R (2009) Communal service delivery: how customers benefit from participation in firm-hosted virtual P3 communities. J Serv Res 12(2):208–226

    Article  Google Scholar 

  • Engelhardt WH, Kleinaltenkamp M, Reckenfelderbäumer M (1993) Leistungsbündel als Absatzobjekte. Ein Ansatz zur Überwindung der Dichotomie von Sach- und Dienstleistungen. zfbf – Schmalenbachs Z Betriebswirtsch Forsch 45(5):395–427

    Google Scholar 

  • Farrell J, Saloner G (1987) Competition, compatibility and standards: the economics of horses, penguins and lemmings. In: Gabel HL (Hrsg) Product standardization and competitive strategy. North Holland, Amsterdam, S 1–21

  • Fischer S, Richter H-J, Hassler F (2005) Tatort Ebay. Harv Bus Manager (3):16

  • Fließ S (1996) Prozessevidenz als Erfolgsfaktor der Kundenintegration. Kleinaltenkamp M, Fließ S, Jacob F (Hrsg) Customer Integration: Von der Kundenorientierung zur Kundenintegration. Gabler, Wiesbaden

  • Fließ S (2001) Die Steuerung von Kundenintegrationsprozessen. Gabler, Wiesbaden

    Google Scholar 

  • Fließ S, Kleinaltenkamp M (2004), Blueprinting the service company: managing service processes efficiently. J Bus Res 57(4):392–404

    Article  Google Scholar 

  • Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 18(1):39–50

    Article  Google Scholar 

  • Ha S, Stoel L (2009) Consumer E-shopping acceptance: antecendents in a technology acceptance model. J Bus Res 62(8):565–571

    Article  Google Scholar 

  • Homans GC (1961) Social behavior: its elementary forms. Harcourt, New York

    Google Scholar 

  • Homans GC (1966) Social behavior: its elementary forms, 2. Aufl. Harcourt, New York

    Google Scholar 

  • Homburg C, Baumgartner H (1995) Beurteilung von Kausalmodellen – Bestandsaufnahme und Anwendungsempfehlungen. Marketing – ZFP 17(3):162–176

    Google Scholar 

  • Homburg C, Klarmann M (2006) Die Kausalanalyse in der empirischen betriebswirtschaftlichen Forschung – Problemfelder und Anwendungsempfehlungen. Betriebswirtschaft 66(6):727–748

    Google Scholar 

  • Hulland J (1999) Use of Partial Least Squares (PLS) in strategic management research: a review of four recent studies. Strate Manage J 20:195–204

    Article  Google Scholar 

  • Ibrahim MF, Ng CW (2002) Determinants of entertaining shopping experiences and their link to consumer behaviour: case studies of shopping centers in Singapore. J Leisure Property 2(4):338–357

    Article  Google Scholar 

  • Iriberri A, Leroy G (2009) A life-cycle perspective on online community success. ACM Comput Surveys 41(2):11;1–11:29

    Article  Google Scholar 

  • Jacob F (2003) Kundenintegrations-Kompetenz. Konzeptualisierung, Operationalisierung und Erfolgswirkung. Marketing – ZFP 25(2):83–98

    Google Scholar 

  • Kannan PK, Chang A-M, Whinston, AB (2000) Electronic communities in e-business: their role and issues. Inform Syst Front 1(4):415–426

    Article  Google Scholar 

  • Katz ML, Shapiro C (1985) Network externalities, competition, and compatibility. Am Econ Rev 75(3):424–440

    Google Scholar 

  • Kleinaltenkamp M (1997) Kundenintegration. WiSt 26(7):350–355

    Google Scholar 

  • Leimeister JM, Sidiras P, Krcmar H (2006) Exploring success factors of virtual communities: the perspectives of members and operators. J Organ Comput Electron Commerce 16(3&4):279–300

    Google Scholar 

  • Lengnick-Hall CA (1996) Customer contributions to quality: a different view of the customer-oriented firm. Acad Manage Rev 21(3):791–824

    Google Scholar 

  • Lindell MK, Whitney DJ (2001) Accounting for common method variance in cross-sectional designs. J Appl Psychol 86(1):114–121

    Article  Google Scholar 

  • Lovelock CH, Young RF (1979) Look to consumers to increase productivity. Harv Bus Rev 57(3):168–178

    Google Scholar 

  • Maleri R (1973) Grundzüge der Dienstleistungsproduktion. Springer, Berlin

    Google Scholar 

  • Mathwick C, Wiertz C, Ruyter K de (2008) Social capital production in a virtual P3 community. J Consum Res 34(6):832–849

    Article  Google Scholar 

  • Meuter ML, Bitner MJ, Ostrom AL, Brown SW (2005) Choosing among alternative service delivery modes: an investigation of customer trial of self-service technologies. J Mark 69(2):61–83

    Article  Google Scholar 

  • Mikula G (1985) Psychologische Theorien des sozialen Austausches. In: Frey D, Irle M (Hrsg) Theorien der Sozialspsychologie. Band II: Gruppen- und Lerntheorien. Huber, Bern, S 272–305

    Google Scholar 

  • Möller S (2004) Interaktion bei der Erstellung von Dienstleistungen. Die Koordination der Aktivitäten von Anbieter und Nachfrager. Gabler, Wiesbaden

    Google Scholar 

  • Möller S, Fassnacht M, Heider R (2009) Wenn der Kunde mehr ist als nur Käufer und Nutzer: Motive und Probleme kollaborativer Wertschöpfungsprozesse. In: Bruhn M, Stauss B (Hrsg) Kundenintegration, Forum Dienstleistungsmanagement. Gabler, Wiesbaden, S 263–280

    Google Scholar 

  • Nunnally JC, Bernstein IH (1994) Psychometric theory, 3. Aufl. McGraw-Hill, New York

    Google Scholar 

  • Ostrom AL, Bitner MJ, Brown SW, Burkhard KA, Goul M, Smith-Daniels V, Demirkan H, Rabinovich E (2010) Moving forward and making a difference: research priorities for the science of service. J Serv Res 13(1):4–36

    Article  Google Scholar 

  • Prüfer P, Rexroth M (2000) Zwei-Phasen-Pretesting. ZUMA-Arbeitsbericht 2000/08:1–21

  • Podsakoff PM, Organ DW (1986) Self-reports in organizational research: problems and prospects. J Manage 12(4):31–41

    Article  Google Scholar 

  • Ridings C, Gefen D, Arinze B (2006) Psychological barriers: Lurker and Poster motivation and behavior in online communities. Commun Assoc Inform Syst 18:329–354

    Google Scholar 

  • Rothaermel FT, Sugiyama S (2001) Virtual internet communities and commercial success: individual and community-level theory grounded in the atypical case of TimeZone.com. J Manage 27(3):297–312

    Google Scholar 

  • Rosenbaum MS, Massiah CA (2007) When customers receive support from other customers -- exploring the influence of intercustomer social support on customer voluntary performance. J Serv Res 9(3):257–270

    Article  Google Scholar 

  • Schneider B, Bowen DE (1995) Winning the service game. Harvard Business School, Boston

    Google Scholar 

  • Schoberth T, Schrott G (2001) Virtual communities. Wirtschaftsinformatik 43(5):517–519

    Google Scholar 

  • Stanoevska-Slabeva K (2002) Toward a community-oriented design of internet platforms. Int J Electron Commerce 6(3):71–95

    Google Scholar 

  • Stvilia B, Twidale MB, Smith LC, Gasser L (2008) Information quality work organization in wikipedia. J Am Soc Inform Sci Technol 59(6):983–1001

    Article  Google Scholar 

  • Tax SS, Brown SW, Chandrashekaran M (1998) Customer evaluations of service complaint experiences: implications for relationship marketing. J Mark 62(2):60–76

    Article  Google Scholar 

  • Thibaut JW, Kelley HH (1959) The social psychology of groups. Wiley, New York

    Google Scholar 

  • Venkatesh V, Speier C, Morris MG (2002) User acceptance enablers in individual decision making about technology: toward an integrated model. Decis Sci 33(2):297–315

    Article  Google Scholar 

  • Wang Y, Fesenmaier DR (2003) Assessing motivation of contribution in online communities: an empirical investigation of an online travel community. Electron Markets 13(1):33–45

    Article  Google Scholar 

  • White JC, Varadarajan PR, Dacin PA (2003) Market situation interpretation and response: the role of cognitive style, organizational culture, and information use. J Mark 67(3):63–79

    Article  Google Scholar 

  • Wiertz C, de Ruyter K (2007) Beyond the call of duty: why customers contribute to firm-hosted commercial online communities. Organ Stud 28(3):347–376

    Article  Google Scholar 

  • Williamson O (1985) The economic institutions of capitalism: firms, markets, relational contracting, Free Press, New York

    Google Scholar 

  • Xue M, Harker PT (2002) Customer efficiency. Concept and its impact on E-business management. J Serv Res 4(4):253–267

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Christina Sichtmann.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Sichtmann, C., Möller, S., Hogreve, J. et al. Kundenintegration 2.0 – Welche Faktoren beeinflussen die Kundenintegration in transaktionsbasierten Online Communities?. Z Betriebswirtsch 81 (Suppl 5), 21 (2011). https://doi.org/10.1007/s11573-011-0487-2

Download citation

  • Published:

  • DOI: https://doi.org/10.1007/s11573-011-0487-2

Schlüsselwörter:

Key Words:

JEL Klassifikation

Navigation